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Wednesday, October 8, 2014

Multitasking and the New Video View

Video is at the forefront of consumer engagement, so it's important for marketers to focus on the intersection between mobile and video in the multi-screen space.

Previously, marketers focused on the "always-on" consumer - however, we now are in the era of the "always-engaged" consumer. Research shows that more than two-thirds of mobile users check their phone for messages or calls even when it hasn't rung. Many of the same users have slept with their phone next to them so as not to miss a call, messages, or other updates during the night - and go on to say that their cell phone is something they could not fathom life without. As consumers make engaging with their smartphones an integral part of their day-to-day life, marketers must capitalize on this engagement and turn it into conversion. With video proven to be at the forefront of consumer engagement, it is a no-brainer that the intersection of mobile and video is where marketers must direct their focus within the larger multi-screen picture.

The New Multitasking Mode

As we determine the role that mobile video plays in the evolution of multi-screen marketing, we must ask ourselves what multitasking and cross-device consumerism means for video viewing. It's important to understand where the video view fits and the implications of device meandering. We are talking about a new mindset and a new potentially fragmented video attention span.

A media multitasker is a person who consumes content from more than one media platform at a given time - and that's far more common today, given the maturity of the device mix. As such, consumers are becoming platform-neutral - crafting a media session that fits their mindset at that time. They zig and they zag to navigate, digest, share, and consume throughout each medium. While this new reality divides consumer attention while watching videos, it also opens up opportunities for advertisers to implement multi-platform marketing campaigns. Furthermore, it allows advertisers to send consumers multiple streams of messages at the same time, engaging their audience more deeply than ever. Of course, each medium provides different behavioral engagement, so it is important to keep in mind that they are not competitive but actually complementary.

The New Mindset and Video Engagement

As consumers watch video, they are increasingly interacting with a second device to keep their hands busy. Smartphones and tablets lend themselves well to be this second device due to their interactive and hands-on nature. Frequent supplementary activities include gaming and social media, so the question becomes how to increase a brand's earned media value through viral social sharing and interactivity. The opportunity is to create content that not only complements video coverage but also augments the viewing experience. It is also important to figure out how the devices are related, creating sequential or complementary messaging across screens. Marketers need to take this opportunity to reach consumers not only once but twice and serve them with messages that leave a lasting impression of the brand and provoke them to engage without causing burnout. High-engagement rich media ad units are the perfect tool for captivating consumer attention.

The Effect of Sequential Retargeting

So, what do we know about how marketing provokes action across the mix? Well, according to eMarketer, 19 percent of smartphone and tablet users use their mobile devices to seek information related to a commercial they saw on another device. It is also worth noting that multi-screen users are more likely to stay for an ad break than TV-only viewers. Thus, content on one medium has the power to drive consumers to related content on another.

Marketers who can identify the responsive actions consumers take when interacting with multiple platforms, can capitalize on media multitasking. When executed correctly, this multi-device advertising approach is ideal for not only driving awareness and engagement, but for driving conversion thus influencing every part of the good old funnel.